Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Good intro to IMC.......2005-09-22
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
From a Marketing Student.......2002-11-24
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
Extensive in theory but current and entertaining.......1999-11-10
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
An awesome book!.......1999-09-28
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card.......2007-09-27
The price was below what my local University was charging by close to $[...] and this is compared to the used price. I chose ground delivery and I received my order ahead of schedule. I would definately buy from [...] again.
Advertising Text Book.......2007-02-08
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
Book Description
ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.
Customer Reviews:
A great all-around Marketing textbook.......2007-05-16
This is one of the best textbooks I've used while pursuing my MBA. Instead of being mired in academic theory, this focuses on real-world, applicable concepts. In a sea of boring, overly theoretical (and ridiculously overpriced) textbooks, this is a standout - two thumbs up!
Book Description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as:
- Crisis management
- Marketing public relations
- Client-agency relationships
- Environmental public relations
- High-tech PR
- And more!
Customer Reviews:
The Handbook of Strategic Public Relations and Integrated Communications.......2005-09-27
I think this is one of the most comprehensive and cientific book on Public Relations and communications.
As a practical PR professional I have learned through this book from the ABCs of PR to some of the most advanced subjects on PR and communications.
It has been very relevant for me to have the historical background of PR in order to understand the fundamentals of my professional practice as well as to become concious of the breath of the PR and communications application to business and government.
The nature of change.......2005-04-07
A fantastic overall look at the history of public relations. This book looks indepth at public relations as well as the more recent developments of issues and cris management.
A Tough Read.......2003-08-29
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. I found this book utterly unintelligible. I was also irritated by the constant reference to `clarity of communication' - advice that the author clearly ignores. Why is `plain English' considered to be such a crime? After reading this on a 3 hour flight from Denver to New York, I was none the wiser about PR and given the significant weight of the book, decided to leave it on the plane. This is a text for PR academics.
Wide-Ranging and Super Informative.......2002-08-21
The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.
An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics.
The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.
A GREAT BOOK FOR EVERYONE IN THE BUSINESS.......2002-01-16
The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.
Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Customer Reviews:
Good book, some dated examples, frequent missing CD.......2005-07-23
I have enjoyed this book. In most cases I can skim the sections I know, skipping examples, and do well on the tests so it is very well structured. There are lots of excellent examples flushing out contents for the total newbie. A lot of thought went into the projects and case studies. If you are looking for a good overview of markting concepts and have a solid instructor to lead discussions about them, this is a great textbook.
That's the good.
The bad is that a number of examples are quite dated. For example, the book claims that Nintendo owns something like 82% of the video game market. How many years ago was this written and how would Sony and Mircrosoft respond? Intel's partnership with Gateway is mentioned in co-branding whereas the modern example would be Dell. Intel actually pays for 2/3 of Dell's advertising as part of the Intel Inside promotion.
Furthermore, the book makes no mention of Account Planning, and increasingly important field in advertising. One would think we still lived in 1992 when the Account Executive was asked to handle all strategic decicisions.
The book needs an overhaul in these ways but the essence is still very solid.
[...]
If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back.
Robert the Advertising Planner.......2005-07-06
A good textbook for university students. For pro's, the book lacks a touch of ingeniuity.
Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.
For marketing professionals and ad agency account executives.
Book Description
Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.
Book Description
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Customer Reviews:
A very good book - although a bit outdated.......2003-09-04
For anyone involved in advertising of MarCom this book gives very practical advice. Overall very impressive and a good read for anyone involved in sales, advertising or marketing functions. Somehow contents required update and technologies have impacted this so much. Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.
A must-read for marketing products/services in the 90s........1998-05-05
The authors have created a concise how-to guide for successful marketing in the 90s and beyond. If you thought marketing was all about radio/TV/print advertising, this book will open your eyes. My copy if highlighted and dog-eared more than any book on my shelves. I refer to it more than my dictionary! The advice is practical and applicable across industries. If you aren't marketing this way, you should be, because your competitors will be!
A MUST read for anyone who cares about customers!!!
.......1996-10-13
I am a grad student at Northwestern majoring in Integrated Marketing Communications and
have been fortunate to have Don Schultz as a professor. The insights provided in
this book are right on. This is the future trend of all marketing efforts. If a
company can not identify its best customers and treat them well, the company is destined
to fail. This book helps guide a company to long-term success revolving around a
companies core asset--its customers. This new way of thinking does not revolve around
products but rather managing customers in an integrated manner.
Book Description
Say goodbye to the production century. Savvy and all-powerful consumers are at the helm. Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Federal Express, Hewlett-Packard, Ericsson, Philips, and Xerox, Gronstedt provides the keys to thriving in the upcoming "customer century." Companies must learn to integrate communications three dimensionally: externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Packed with hands-on advice, this book is a roadmap to success in the Customer Century.
Explains a hot, new management strategy
Includes practical tips and strategies
Customer Reviews:
The three dimensions of communication.......2006-01-27
In the past companies could succeed based on how well they were able to produce and sell goods. Now, we are moving from the Production Century to the Customer Century, in which success depends on how well a company is able to satisfy its customers. To satisfy customers, companies must integrate marketing and communications throughout the organization.
According to the author, marketing and communications should be integrated along three dimensions.
1. Integrated external communication: this is the process of involving everyone in the company in communication with customers and shareholders.
· Identify the most profitable customers and track their buying behavior.
· Use data to concentrate on improving market share among your best customers.
· Address customer complaints immediately.
2. Integrated vertical communication: this is the process of creating forthright, two-way communication between senior management, middle management and other employees.
· Create a company vision based on the company's core competencies.
· Use the vision to coordinate effort and communication from the top-down and the bottom-up.
· Use the vision to direct employee training towards business goals.
3. Integrated horizontal communication: this is the process of opening up communication among work units, departments and countries.
· Use customer needs as the core beginning to developing effective teamwork practices.
· Facilitate "virtual communities of practice" across the organization to benefit from networking among employees.
· Rotate employees systematically through job assignments to facilitate understanding between work units.
Lots of good ideas from world-class companies.......2000-12-26
I work as a consultant for a PR agency, so I'm supposed to know what is "best practice" in the realm of communications. This book compiles real-world examples from a dozen European and U.S.-based companies that seem to be getting it right: FedEx, Hewlett-Packard, GM Saturn, ABB, and others.
My principal interest in the book was in finding a source of good ideas that I can adapt for use by clients, and I was not disappointed. Anyone in a communications role, whether in-house or outsourced, can benefit by taking some of these ideas and adapting them to the particular needs of their own organization.
The book is especially helpful in getting around a dilemma frequently faced by consultants (internal or external) who are called upon to produce so-called creative ideas, i.e., if you propose something that's really provocative and different---outside the box, as they say---the first thing your client often wants to know is, "Where has this worked before?" Of course, if what you've proposed is truly creative and original, it may not have been tried before---a perfect reason for the client to shoot it down.
By drawing liberally from the ideas set forth in this book, you can come up with good creative PR and internal communications programs that have actually been put into practice by well-known companies. For example, when Saturn had to recall some of its cars to fix a defect, it basically turned the event into a party: car owners were invited to a Thai barbecue while mechanics spent 30 minutes fixing their Saturns. They even got a free car wash to boot. This example is a perfect illustration of a basic truth of PR, i.e., that crisis communications is not simply about damage control. Handled properly, a crisis can be an opportunity to get your customer to see your brand in a whole new light.
Another nice feature of the book is that much of it focuses on internal communication. Gronstedt uses a three-part model (he's a former academic, so he likes models, but don't worry: there's only one, and his writing is lively and clear) to describe communications, and one part consists of External relations, including media relations. But the other two parts are Vertical and Horizontal communications, both of which take place within the organization ("vertical" referring to communications that go up and down the chain of command and "horizontal" meaning communications that cut across different functions or business groups). This emphasis on internal communications gives an enlightened perspective that gets away from the one-way, press agentry model of PR that relies predominantly on placing stories about your company in the newspaper.
So read the book, mark the ideas and best practices of these world-class companies, and then adapt them for your own use. It's a great resource for anyone responsible for organizational communications.
Fascinating insights and useful framework.......2000-03-23
This is the most comprehensive book I've come across on how to strategically managing communications at every point of contact with customer and stakeholders. Gronstedt has written a practical book that provides fascinating insights into the inner workings of companies like Saturn, HP and FedEx. The examples are woven together into a "3D" model of integrated communications, which is a very useful framework for analyzing organizational communications. I'm really looking forward to sharing this book with my the communication classes at the University of Iowa.
A whole new way of looking at business.......2000-03-22
This book sets the stage for the new economy from a customer perspective, in a more clear and complelling way than anything else Ive read. It provides a whole new way of looking at business. Its a real treasure trove of inspiring ideas and captivating stories from the front lines of integrated communications and supports many concepts I have found useful in my own international consulting. Ill definitely be referring back to it time and time again.
A business classic.......2000-03-22
The Customer Century provides managers an important lesson- without a process for integrating communications, companies simply cannot flourish in the new millenium! I'm thoroughly impressed with the readability and endless practical examples in the book. They are as applicable to business here in France as elsewhere. Gronstedt provides a roadmap that is easy to read and aesy to follow. I'm sure this will be a business classic.
Customer Reviews:
Good Resource for Non-beginners.......2007-01-04
I am teaching IMC for the first time at the college level. I've found that my students find this book confusing and a bit dated at times. I have to agree with them. I do enjoy the structure of the book. This book will help keep you (or you students) organized, and it will give you the tools necessary to write an IMC plan.
A total disappointment.......2006-02-01
I'm a doctoral student in marketing from Sweden involved with teaching marketing communication to bachelor level students. I've been looking for a book on IMC aimed at students on an intermediate level. I must confess that my search so far have been marked by increasing frustration. On the one hand there are excellent "street wise" books written by practitioners for practitioners and on the other you have in-depth scholarly treatments of communication and its influence on culture and society that are steeped in theory and generously sprinkled with references. The problem is to find literature that actually use theory to guide students into practice.
Sadly this book is no exception. The earlier reviews suggest that this book would actually serve as the missing link and the title, referring to things like innovation and creativity, adds to the expectation. But it's neither the personal experiences of a working professional nor an academic study with its carefully constructed arguments from theory and data. This book is nothing but a collection of checklists, bullet points and an occasional flow chart. There are no case studies, no theories, no references whatsoever. The author seems to have spent an evening cutting and pasting from Kotler, organising the result into a flowchart (Doc Ogden's flow chart, mind you...) and then smacking the overall label of Integrated Marketing Communication on it all. There's no sign of any integration anywhere in the book and elements out of any entry level textbook are simply stacked one on top of another.
The final chapter claims to "bring it all together" but it's just six puny pages on evaluation. And speaking of pages, every chapter ends with a number of empty pages with one or two headlines where the reader has graciously been provided with space to express his or hers own thoughts on the subject. In all there are over EIGHTY empty pages out of a total of 185 (I stopped counting). Adding to the hilariousness is the chapter on "cyber marketing" where the Internet shares the meagre page space with tactics on creating a cd-rom, e-mail marketing, EDI and subscribing to database services. Online communities, banner advertising, online auctions and search engines did exist in 1998..!
To sum it up, I guess I'll have to keep looking. It's an utterly miserable book that borders on the comical.
The Absolute in Developing a Marketing Communication Plan.......2000-04-29
This is a must have for anyone growing their business with marketing as a focus. Doc Ogden's template demystifies the marketing communication plan from advertising to zippings. The book guides an audience from the range of a start-up entrepreneur to the multi-national company with a "how to" approach that simply is the best I've ever seen. Although primarily a textbook, Doc Ogden writes this as a "workbook" that helps you develop your marketing plan. There is a strong orientation of the management of marketing, not just media marketing. It integrates marketing management as an important cog of your company's planning. It does not seperate marketing from the rest of your operations but allows marketing to function as a strategic subset of all the strategic functions in the organization. From accounting to production, the focus presented in this book will change the way you do your marketing management.
An indepth sales and marketing plan essential for success!.......1999-07-15
This is a must read for any individual personally involved in the future success of their organization. Dr. Ogden does a great job outlining the essential steps necessary for success into the millenium. This how to book has helped me grow my business substatially.
FROM TEXTBOOK TO APPLICATION.......1999-01-15
This is a marketing tool that fills the void between learning from the textbook and actually applying marketing in the real world. This book not only gives a template for application of marketing principles that enable a person to turn textbook learning into an actual working IMC plan but the appendix is one of the most condensed collection of useful information and resources for market research, review of advantages and disadvantages of media types and marketing definitions available anywhere
Books:
- Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Business Market Management: Understanding, Creating and Delivering Value (2nd Edition)
- Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells
- Customers For Life: How To Turn That One-Time Buyer Into a Lifetime Customer
- Deadly Persuasion: Why Women And Girls Must Fight The Addictive Power Of Advertising
- Designing Brand Experience: Creating Powerful Integrated Brand Solutions
Books Index
Books Home
Recommended Books
- Style: The Basics of Clarity and Grace
- Far-Flung Adventures: Corby Flood
- The Passion Of Christ: Some Reflections on Mel Gibson's MOVIE
- The Lobster Coast: Rebels, Rusticators, and the Struggle for a Forgotten Frontier
- Web-Based Training: Designing e-Learning Experiences
- Crime Novels: American Noir of the 1950s: The Killer Inside Me / The Talented Mr. Ripley / Pick-up /
- Campo Santo
- Miller Gaap Practice Manual 2002: Restatement and Analysis of Other Current Fasb, Eitf, and Aicpa Pr
- The Pretender: How Martin Frankel Fooled the Financial World and Led the Feds on One of the Most Pub
- Untitled
General
| Business & Investing
| Subjects
| Books
New Products Management (Mcgraw Hill/Irwin Series in Marketing)
Consumer Behavior
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card
International Marketing (Mcgraw Hill/Irwin Series in Marketing)
Consumer Behavior
